| Pre-teenagers, those aged 8- to 12-years-old, "control nearly ;Persuasion knowledge is "an activated attitude towards a persuasive attempt" (Matthes, Schemer, and Wirth, 2007, p. 484). Branded product placements are one method of communicating without awareness. Product placement is "a strategy that involves getting one's product, service, or name to appear in a movie, television show, radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product, on the Internet, or at special events" (Lamb, Hair, and McDaniel, 2010, p. 241).;The influence on pre-teenagers' behavior was a two-group pre-test, post-test, experimental design. To assess a pre-teen's reaction to the placement of products, the experiment collected the impact placements had on choice after a branded placement exposure and preference and choice two weeks afterwards. No statistically significant difference between the pre-teenagers in treatment or control group on choice of soft drink during the experiment, nor was a difference found at the post-assessment. Age segmentation identified younger treatment group participants selected the placed product at a significantly higher rate than the control participants. When looking at the individual data, how frequently pre-teenagers change identified choice was uncovered, with statistically significant results for both the control and treatment groups. |
